Volvo and GREYnJ United Bangkok use the God of Thunder to put on an electrifying spectacle

Volvo.jpgGREYnJ United Bangkok and Volvo have called upon Thor - the God of Thunder, to demonstrate the sheer power of its new Volvo S90 T8 Plug-in Hybrid sedan.

The "Volvo Lightning-Powered Billboard" is a huge billboard with the primary aim to invite a deliberate lightning strike. In collaboration with the engineers from Macco Group, the billboard was fitted with custom-engineered lightning rods, designed to create a world-first spectacle of pure power whenever a thunderstorm occurred above. Data collected from the meteorological department allowed the tech team to monitor the approach of a thunderstorm to the billboard, and with the help of multiple cameras and infra-red sensors, consumers could witness the unique electrical phenomenon on Volvo Cars Thailand Facebook page.

VIEW THE CONCEPT
LISTEN TO THE RADIO ELEMENT
In collaboration with the engineers from Macco Group, the billboard was fitted with custom-engineered lightning rods, designed to create a world-first spectacle of pure power whenever a thunderstorm occurred above.

Volvo 2.jpgVolvo 3.jpgSocial media activations centered on the hashtag #PurePower engaged followers and created online buzz gaining almost $4 Million of free media coverage, and boosted Volvo to the most searched plug-in hybrid brand for the duration of the campaign. The campaign was also supported by radio and various online & digital OOH channels, and sparked a record of 10x more leads that accelerated test-drives. Most importantly, it generated 3x more monthly sales than any previous Thai Volvo campaign.

Credits -
Client: Volvo Car, Thailand
Managing Director: Chris Wailes
Marketing Director: Jean-David Harel
Snr. Marketing Manager: Kanitpong Nusthit
PR Manager: Nuttha Jittrakom
Chief Creative Officer: Jureeporn Thaidumrong
Executive Creative Director: Andrew Chu
Senior Creative: Thanapol Jiratadaporn
Creatives: Sirichai Yotatikunchai, Wiyada Limratanadamrong, Yusufcan Kayhan  
Chief Executive Officer: Subbaraju Alluri
Chairman: Thor Santisiri
Managing Director: Kanaporn Hutcheson
Client Service Director: Kanokkorn Seehapan
Account Manager: Nantida Tansawai
Account Executive: Jiratchana Boontham
Agency Producers: Kanoksak Kanchanachuta, Anuchit Sannopphakun, Thanyaporn Damprasert
Traffic Manager: Warangkana Naksakul
PR: Huma Qureshi
PR Agency: MSL Group Thailand
PR Group Account Director: Surasa Sophia Khlai-Aksorn
Media Agency: Maxus Thailand
Digital Media Manager: Sitanun Taveebhol
Media Manager: Sorasit Tunanunkul
Production - Supplier/Engineering: Macco Group
Account Director: Jomkhwun Viroajcheewan
Account Executive: Phanisa Kraisornsakul
Production Manager: Pairat Huanmaneewat
Department Manager: Pongthep Krorruat
Production Officer: Thongchai Inthapan
Production - Technical and Photography
Director of Photography: Basil Childers
Technical Director: Byrnley Cadman
Radio Production
Sound Studio: SongZu, Sydney
Sound Engineer: Simone Kane
Producer: Jessica Bonney

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